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題名 品牌併購之來源國形象、品牌權益與購買意願之關係
The Relationship between Country-of-Origin Image, Brand Equity, and Consumer Purchase Intention in Brand M&A
作者 廖宜芃
Liao, Yi-Peng
貢獻者 張愛華<br>李嘉林
Chang, Ai-Hwa<br>Lee, Chia-Lin
廖宜芃
Liao, Yi-Peng
關鍵詞 品牌併購
來源國形象
品牌權益
消費者購買意願
Brand M&A
Country-of-origin image
Brand equity
Purchase intention
日期 2018
上傳時間 29-Aug-2018 16:04:38 (UTC+8)
摘要 企業為快速強化己身市佔率與競爭力，從單一品牌發展成多品牌組合；品牌策略中，控制程度與資本投入程度較高的為併購品牌，亦為目前國際市場中品牌組合的主要方式。然目前併購議題研究，鮮少以消費者角度觀察併購事件。是此，本研究以消費者角度探討併購事件對於被併企業品牌之影響。
     
     本研究選定旅遊電商產業作為研究目標，主併品牌與被併品牌於品牌併購後皆存在。主併品牌為虛擬品牌，被併品牌為台灣品牌KKday。透過實驗設計，以品牌市場表現資訊操縱四個來自二個國家的虛擬品牌其品牌權益差異；並建立四組併購事件，探討併購後被併品牌之品牌權益與購買意願之變化。本研究採用網路問卷方式進行資料收集，編寫html code達到受測者點選網址時可被隨機分配至不同組別問卷。
     
     本研究共發放4組問卷，總計471份有效問卷。男女各為40.6%與59.4%；受測者平均年齡為26.5歲；受測者屬於較高的教育程度族群(大專學院校66.7%，研究所28.5%)；職業以學生與上班族為主(43.9%、43.7%)。研究結果顯示，主併品牌之品牌權益對於被併品牌之品牌權益與購買意願提升有正面影響；進一步分析，高品牌權益之主併品牌若來自於來源國形象較佳之國家，相對於來自來源國形象較差之國家，對於權益較低的被併品牌而言，被併品牌權益與購買意願之上升程度顯著較高。透過本研究結果分析，可以發現併購事件對於被併品牌之無形資產會造成顯著變化。因此，在併購活動中，為達併購之正向綜效，被併企業應將主併企業品牌之品牌權益與來源國形象納入策略考量，與具高品牌權益及高來源國形象之企業品牌合併，可大幅提升自身品牌權益與購買意願，如此可避免併購後自身品牌受損，及併購後負面影響之發生。
To strengthen enterprises’ competitive advantage, shifting to multi-brand strategy is the most common way, especially the brand mergers and acquisitions (brand M&A) strategy, fully controlled with high capital investment. M&A studies now rarely focus on consumers’ perspective; therefore, the study starts from how brand M&A affects the brand equity and purchase intention of acquired companies.
     
     The study focuses on online travel booking industry. Both the acquiring and the acquired are existed after brand M&A. The acquirings are virtual and the acquired is KKday from Taiwan. By experiment design, four acquiring companies from two countries with statistically different brand equity were built. By online questionnaire with virtual M&A information, the brand equity and purchase intention of acquired companies would be measured. With html code, subjects are randomly assigned.
     
     The study had four types of questionnaire and 471 valid questionnaires were collected. The average age is 26.5, and the male percentage is 40.6%. The subjects are well-educated (college/university and postgraduate degree, 66.7% and 28.5%, respectively) and most are students and office workers (43.9% and 43.7%, respectively). The study shows that acquiring companies’ brand equity would positively affect the increase in acquired companies’ brand equity and purchase intention. Acquiring companies with better brand equity, coming from country which has better country image, the brand equity and purchase intention of acquired companies would statistically increase after M&A. That means intangible assets would change statistically due M&A. Hence, in order to achieve positive synergy of M&A, acquired companies need to consider carefully and strategically the brand equity and country-of-origin image of acquiring companies.
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363012
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363012
資料類型 thesis
dc.contributor.advisor 張愛華<br>李嘉林zh_TW
dc.contributor.advisor Chang, Ai-Hwa<br>Lee, Chia-Linen_US
dc.contributor.author (Authors) 廖宜芃zh_TW
dc.contributor.author (Authors) Liao, Yi-Pengen_US
dc.creator (作者) 廖宜芃zh_TW
dc.creator (作者) Liao, Yi-Pengen_US
dc.date (日期) 2018en_US
dc.date.accessioned 29-Aug-2018 16:04:38 (UTC+8)-
dc.date.available 29-Aug-2018 16:04:38 (UTC+8)-
dc.date.issued (上傳時間) 29-Aug-2018 16:04:38 (UTC+8)-
dc.identifier (Other Identifiers) G0105363012en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119802-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 105363012zh_TW
dc.description.abstract (摘要) 企業為快速強化己身市佔率與競爭力，從單一品牌發展成多品牌組合；品牌策略中，控制程度與資本投入程度較高的為併購品牌，亦為目前國際市場中品牌組合的主要方式。然目前併購議題研究，鮮少以消費者角度觀察併購事件。是此，本研究以消費者角度探討併購事件對於被併企業品牌之影響。
     
     本研究選定旅遊電商產業作為研究目標，主併品牌與被併品牌於品牌併購後皆存在。主併品牌為虛擬品牌，被併品牌為台灣品牌KKday。透過實驗設計，以品牌市場表現資訊操縱四個來自二個國家的虛擬品牌其品牌權益差異；並建立四組併購事件，探討併購後被併品牌之品牌權益與購買意願之變化。本研究採用網路問卷方式進行資料收集，編寫html code達到受測者點選網址時可被隨機分配至不同組別問卷。
     
     本研究共發放4組問卷，總計471份有效問卷。男女各為40.6%與59.4%；受測者平均年齡為26.5歲；受測者屬於較高的教育程度族群(大專學院校66.7%，研究所28.5%)；職業以學生與上班族為主(43.9%、43.7%)。研究結果顯示，主併品牌之品牌權益對於被併品牌之品牌權益與購買意願提升有正面影響；進一步分析，高品牌權益之主併品牌若來自於來源國形象較佳之國家，相對於來自來源國形象較差之國家，對於權益較低的被併品牌而言，被併品牌權益與購買意願之上升程度顯著較高。透過本研究結果分析，可以發現併購事件對於被併品牌之無形資產會造成顯著變化。因此，在併購活動中，為達併購之正向綜效，被併企業應將主併企業品牌之品牌權益與來源國形象納入策略考量，與具高品牌權益及高來源國形象之企業品牌合併，可大幅提升自身品牌權益與購買意願，如此可避免併購後自身品牌受損，及併購後負面影響之發生。		zh_TW
dc.description.abstract (摘要) To strengthen enterprises’ competitive advantage, shifting to multi-brand strategy is the most common way, especially the brand mergers and acquisitions (brand M&A) strategy, fully controlled with high capital investment. M&A studies now rarely focus on consumers’ perspective; therefore, the study starts from how brand M&A affects the brand equity and purchase intention of acquired companies.
     
     The study focuses on online travel booking industry. Both the acquiring and the acquired are existed after brand M&A. The acquirings are virtual and the acquired is KKday from Taiwan. By experiment design, four acquiring companies from two countries with statistically different brand equity were built. By online questionnaire with virtual M&A information, the brand equity and purchase intention of acquired companies would be measured. With html code, subjects are randomly assigned.
     
     The study had four types of questionnaire and 471 valid questionnaires were collected. The average age is 26.5, and the male percentage is 40.6%. The subjects are well-educated (college/university and postgraduate degree, 66.7% and 28.5%, respectively) and most are students and office workers (43.9% and 43.7%, respectively). The study shows that acquiring companies’ brand equity would positively affect the increase in acquired companies’ brand equity and purchase intention. Acquiring companies with better brand equity, coming from country which has better country image, the brand equity and purchase intention of acquired companies would statistically increase after M&A. That means intangible assets would change statistically due M&A. Hence, in order to achieve positive synergy of M&A, acquired companies need to consider carefully and strategically the brand equity and country-of-origin image of acquiring companies.		en_US
dc.description.tableofcontents 第壹章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的 4
     第三節 研究範疇 4
     第四節 研究流程 5
     第貳章 文獻探討 6
     第一節 併購 6
     第二節 來源國形象 10
     第三節 品牌權益 15
     第四節 消費者態度 24
     第五節 消費者購買意願 26
     第參章 研究方法 27
     第一節 研究架構 27
     第二節 研究假說 27
     第三節 變項定義 30
     第四節 研究設計 32
     第肆章 研究分析 40
     第一節 描述統計 40
     第二節 信度與實驗操作結果 42
     第三節 假說檢定 45
     第伍章 結論與建議 56
     第一節 研究結果 56
     第二節 管理意涵 57
     第三節 研究限制與未來研究建議 59
     第陸章 參考文獻 60
     附件一 問卷I 65
     附件二 問卷II 74
     附件三 問卷III 83
     附件四 問卷IV 92		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363012en_US
dc.subject (關鍵詞) 品牌併購zh_TW
dc.subject (關鍵詞) 來源國形象zh_TW
dc.subject (關鍵詞) 品牌權益zh_TW
dc.subject (關鍵詞) 消費者購買意願zh_TW
dc.subject (關鍵詞) Brand M&Aen_US
dc.subject (關鍵詞) Country-of-origin imageen_US
dc.subject (關鍵詞) Brand equityen_US
dc.subject (關鍵詞) Purchase intentionen_US
dc.title (題名) 品牌併購之來源國形象、品牌權益與購買意願之關係zh_TW
dc.title (題名) The Relationship between Country-of-Origin Image, Brand Equity, and Consumer Purchase Intention in Brand M&Aen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.MBA.072.2018.F08-